MediaBuyerPlanner: The Discovery Channel is using giant shark balloons to promote its annual "Shark Week," which takes place July 27 to August 4, MediaPost reports.

Discovery has installed five giant balloons on top of its corporate headquarters in Silver Spring, Maryland. Each balloon represents a section of the great white shark, and are located on the four sides of the building near its top floors, with one balloon on the roof. The balloons appear as the head, tail, dorsal fin and lateral fins of the shark.

"It's 446 feet long, 200 feet wide, and 112 feet tall," says Julie Willis, senior vice president of marketing. The measurements are the correct proportions of the actual great white shark and were used to calculate the right sizes by creating a model of the building and using shark overlays, she notes.

According to Willis, Discovery is looking for new ways to generate interest with its promotions. The shark promotion will include stopping New York City pedestrians to ask shark-trivia questions. It will also include a shark Web site, video, online games and prizes.